SXSW Interview with R "Ray" Wang: Building Customer Engagement Strategy [VIDEO]

AshleyFurness
Ashley Verrill Market Analyst, Software Advice

Posted on March 29th 2013

SXSW Interview with R "Ray" Wang: Building Customer Engagement Strategy [VIDEO]

Constellation Research CEO and Principal Analyst R “Ray” Wang visited the Software Advice offices during the 2013 South by Southwest Interactive Festival to talk about some research he released called “Building Your Interaction Strategy with the 9 C's of Engagement.”

In today’s world, we face constant demands for our attention -- from social media to news alerts and loyalty programs. Wang asserts that companies must find ways to cut through this clutter if they want to compete in the future. To do this, they need to create a true engagement strategy based on authentic, natural and trustworthy interactions.

A lot of organizations think they know what this means: sending a coupon on a customer’s birthday, or liking a post about you on Facebook. But most don’t look at the big picture, or they just end up coming off as “creepy” in their engagements. Instead, he suggests following the “9 C’s of Engagement” when building your interaction strategy. These fall into one of three categories:

  • People Centric Values: Culture, Community, Credibility
  • Delivery and Communication Styles: Channel, Content and Cadence
  • Right Time Drivers: Context, Catalyst and Currencies

In this video, Wang describes how companies can use these three pillars to build an effective engagement strategy.

 

AshleyFurness

Ashley Verrill

Market Analyst, Software Advice

Ashley has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including GigaOM, CIO.com, Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. Currently, her research focuses on various topics related to CRM software, sales, customer service and marketing strategy.

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